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Unformatted text preview: 2-1Consumer BehaviorGlobal Consumption and Culture2-2Topic ObjectivesUnderstand how global markets shape consumptionUnderstand how to interpret indicators of market attractivenessExamine Global TrendsUnderstand culture and how it is learnedDiscuss the dimensions of all cultures2-3DiscussWhat does the term consumer culture mean?2-4OverviewGlobalization Increasingly rapid movements of money, information, media, goods, services, and people across national borders fuel globalization.Creates social links and networks that cut across national boundaries such as global market segments that consume global brands.Internet B2B; B2C; C2C; G2C transactionsSocial process where geographys effect on social and cultural relations and actions is diminished.Arnould et al. 2004 slide2-5Raw MaterialsLaborAuthenticityProductsInformationServicesTouristsGlobal Consumption Flows2-6DiscussThe world is becoming a common marketplace in which people no matter where they live desire the same products and life-styles. Global companies must forget idiosyncratic differences between countries and cultures, and instead concentrate on satisfying universal product desires.--Theodore LevittAnalyze what each of those statements mean why is the 1sthappening? What does that mean in the second for what business should do? Do you agree or disagree?2-7OverviewLocalization preserving a sense of identity, home and communityGlobalization produces a revaluing of local cultures in terms of consumption valuesGlobalization promotes third culturesBackpacking tourism targeted to middle-class youth and supported by a global network of hostels, Internet cafes, and literature such as the Lonely Plantguidebook series.Vietnamese restaurants; Jamaican raggae music, Chinese filmsPredicting consumer behaviorGlobal trends and flowsLocal tastes and preferences2-8Global Consumption IndicatorsPer Capita IncomeIncome Distribution (_________ coefficient)_____________ - the % of an average households income spent on food....
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